Since 2006, Google via its 'Analytics' product, has been helping people who manage websites to understand what visitors do when they land on a website. It is a powerful reporting platform that if used well can provide valuable insights into a website's performance. Google Analytics should be a foundation element of your organisation's digital strategy.
Since 2006, Google via its 'Analytics' product, has been helping people who manage websites to understand what visitors do when they land on a website. It is a powerful reporting platform that if used well can provide valuable insights into a website's performance. Google Analytics should be a foundation element of your organisation's digital strategy. David Roche, from GESA, the peak membership body representing certified Gastroenterology practitioners, says "to understand how our members are using our site and whether improvements can be made, is an essential task for us. Google Analytics is an essential tool to do this."
With the various channels available to drive traffic to a website - from search engine optimisation (SEO), Google Adwords, online banner advertisements, social media marketing (SMM) and email direct marketing (eDM) as examples - Google Analytics is able to report on not just the frequency presentation of pages to your visitors, but detailed statistics on essential metrics such as:
- Where the visitors came from – this tells you what digital marketing channels are delivering the most amount of traffic
- How long visitors stay on your site – an excellent metric that will highlight whether or not the content on your website is engaging visitors. Though if you are an emergency vet, the goal is not to keep people on the website
- Unique vs returning visitors – unique refers to first time visitors to your website. Therefore if your business is heavily dependent on repeat business, knowing this statistic could provide a compelling story around the ability of your website to keep people coming back for more
- Sequence of Pages viewed by visitors – an important metric to keep an eye on as certain pages on your website will have been purposely built for more business – either lead generation or service information. With this in mind, knowing what pages visitors have viewed will show if people are:
- Visiting the pages that matter most to your business objectives
- Could highlight opportunities to improve the user journey to land on the pages you want them to.
The above are only a small number of tracking measurements that Google Analytics captures and displays. One of the most underutilised features is the creation and tracking of goals. Goals allow you to track when visitors (but not limited to):
- Land on a page that can contain information that leads to a desired interaction, such as downloading a whitepaper or pdf file
- Complete an online form, e.g. contact enquiry form, sample request, call back request, etc
- Send through an order for your products and/or services
When visitors have completed a goal, this is recorded as a 'conversion'. You can also view if people were on the path to completing a goal but stopped for whatever reason. This allows you to understand where possible gaps on your website are and improve the user journey and experience for greater chances of converting visitors.
Being able to measure the activity and conversions from each of your digital channels, allows you to either
- invest more into the best performing channels,
- re-evaluate those that are underperforming and,
- Find new opportunities that may not have presented themselves before.
The challenge is sorting through the plethora of data to find the information that is relevant to your organisation's marketing and business goals. Once you have done this though, the insights can be invaluable.
Revium provide Google Analytics implementation and reporting to support your digital marketing initiatives. Our detailed approach to understanding the metrics that are important to your business needs will ensure the right reports are available to you to help make the right marketing and business decisions with your digital marketing strategy.
One of Revium's clients, Elliot Arnup, Digital Marketing Manager, Melbourne Business School, says "with Revium's expertise with Google Analytics we have been able to establish a stable and flexible data capture regime across all our digital assets. With their advice we have improved our capability to produce data-driven insights as input to our ongoing marketing efforts."
For more information about Digital Channel marketing services, please contact the Revium team on 03 9429 2000.